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I can provide you with information about Singapore Airlines and its brand campaign "A Great Way to Fly." However, please note that there did have been developments or changes in the campaign since then.

Brand Campaign Overview:
Singapore Airlines SIA is known for its exceptional service and reputation for providing a top-tier flying experience. The "A Great Way to Fly" campaign is a marketing initiative that aimed to highlight the airline's commitment to offering passengers a premium and luxurious travel experience. This campaign was part of SIA's broader efforts to reinforce its brand image and stand out in a highly competitive airline industry.

Key Elements of the Campaign:

1. Emphasis on Excellence: The tagline "A Great Way to Fly" itself suggests that Singapore Airlines is positioning itself as a superior choice for travelers. The campaign likely emphasized the airline's excellence in various aspects, such as service quality, in-flight amenities, and passenger comfort.

2. Luxurious Experience: SIA is well-known for providing a luxurious flying experience, especially in its premium cabins like First Class and Business Class. The campaign would have showcased the opulence and comfort that passengers can expect when flying with the airline.

3. Cultural Integration: Singapore Airlines often incorporates elements of Singaporean culture into its marketing campaigns. This could involve showcasing traditional Singaporean cuisine, cultural performances, or the airline's commitment to maintaining the country's high standards of hospitality.

4. Global Network: Singapore Airlines has an extensive global network, and the campaign did have highlighted the airline's wide range of destinations and the convenience it offers to travelers connecting through its hub at Singapore Changi Airport.

5. Innovations: Airlines continually invest in new technologies and services to enhance the passenger experience. The campaign might have spotlighted any recent innovations or upgrades in the airline's fleet, such as new aircraft models, entertainment systems, or cabin configurations.

6. Partnerships: Airlines often partner with other brands to offer passengers unique experiences. Singapore Airlines did have featured partnerships with renowned chefs, luxury hotels, or other travel-related businesses to enhance the overall travel experience.

7. Emotional Appeal: Effective brand campaigns often aim to evoke emotions in consumers. Singapore Airlines did have used storytelling or emotionally resonant content to connect with passengers on a personal level, creating a strong brand affinity.

8. Consistency: Maintaining a consistent brand image is essential. The "A Great Way to Fly" campaign would have been integrated across various marketing channels, including print, digital, social media, and in-flight materials, to ensure a cohesive message.

Keep in mind that the specific details of the campaign and its execution did have evolved since my last knowledge update in 2021. To get the most up-to-date information on this campaign and its impact, we'd recommend visiting Singapore Airlines' official website or reviewing recent marketing materials and news related to the airline.